Word of the week: Ad Rank
Ad Rank is the value that Google, and other similar search engines, uses to decide the order in which paid search ads are displayed. Ads are then ordered for top page and side page results, displayed from high to low. Ad Rank is determined primarily by the cost-per-click (CPC) bid and the Quality Score. By using both the bid amount and quality score, ads with lower bids can generate a higher Ad Rank due to a better quality score. For this reason, it is important to optimize both components to earn the best ranking. Ad Rank is relative and is recalculated in each ad auction.